Where we come from, the elements are a fact of life. And it’s a life we love. We build boots for those who share that love. For those who sing in the rain, snow, slush, and mud. For our foul-weather friends. Waterproof, winter-proof, whatever-proof. We put proof in every pair.

BRAND DNA®

Authentic

Rugged

Premium

Comfortable

Passionate

Functional

Where we come from, the elements are a fact of life. And it’s a life we love. We build boots for those who share that love. For those who sing in the rain, snow, slush, and mud. For our foul-weather friends. Waterproof, winter-proof, whatever-proof. We put proof in every pair.

Assignment
Develop a creative platform that honors Muck’s heritage in hunting, farming and agriculture, but enables the brand to transcend those niche audiences to reach a lucrative outdoor-lifestyle market.

Target
Men and women, 25-45, ‘Everyday Outdoor Lifestyle Enthusiasts.’ People who aspire to spend time outdoors, but their everyday activities typically include walking the dog, playing with their kids or commuting in cold, wet weather. They need a warm, waterproof winter boot, but value the authenticity and expertise they get from wearing authentic outdoor gear.

Insight
Consumers aspire to live an active, outdoor lifestyle and want a boot that can withstand the elements ­– even if that means shoveling the driveway. They don’t sacrifice substance or style, so their boots need to be warm, dry, and versatile enough to take them through a full day undeterred by the elements.

Execution
The new “Proof in Every Pair” brand platform was brought to life through a brand book, print and digital executions, retail packaging, and in-store.

Results
[This effort has not yet been fully integrated across all communication and owned platforms]

Lifestyle products placed in new retailers, including Lord and Taylor, Nordstrom, and Dillard’s

Growth
The new identity will be used to develop future campaigns as the brand looks to grow globally and expand its relevance beyond niche markets, shifting to a slightly more aspirational and style-conscious (but not style-centric) position.

Create Optimism

MIKE TOTH

1952 – 2014

Mike taught us to find the soul in things: people, brands, ourselves. The soul is our true north, and it must be coveted. We rely on it when the waters get rough. When storms roll in. When we lose our way.

Technologies change. Trends come and go. Seasons pass. New generations carry on. Toth+Co looks to the future with fresh eyes, innovative minds and exciting new talent. The waters out there are uncharted, but we’re following our true north, just like Mike taught us.